Liking Obama and Romney (on Facebook): An experimental evaluation of political engagement and efficacy during the 2012 general election |
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| Affiliation: | 1. University of Kansas, 1440 Jayhawk Blvd, Bailey Hall Room 102, Lawrence, KS 66045, United States;2. Iowa State University, 309 Catt Hall, Ames, IA 50011, United States;3. University of Missouri, 108 Switzler Hall, Columbia, MO 65211, United States;1. Faculty of Engineering, University of Porto, Rua Dr. Roberto Frias s/n, 4200-465 Porto, Portugal;2. Radio-Television-Film, College of Communication, The University of Texas at Austin, 2504 Whitis Ave Stop A0800, Austin, TX 78712-1067, USA;3. Department of Sociology, Faculty of Humanities, University of Porto, Via Panorâmica, s/n, 4150-564 Porto, Portugal;1. Knowledge Media Research Center, Tübingen, Germany;2. University of Oldenburg, Germany;3. Institute of Psychology, Osnabrück University, Germany |
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| Abstract: | Existing research on the effect of social media use on political behavior has yielded mixed results to date, demonstrating the importance of research examining the effects of varying types of social media communication on political behavior. The experiment reported in this study provides valuable insights into the role of social media in elections. A longitudinal experiment was conducted to assess the effect Facebook use in the 2012 Presidential election had on political information efficacy, external efficacy, and political engagement. Results suggested that while political information efficacy and engagement increased over time, it was not related to following candidates on Facebook. |
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| Keywords: | Facebook Political engagement Political information efficacy External efficacy |
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